Upfront

Feb
2013

Art See

By Breanna Benz

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Polaroid Eyewear unveiled and on display at MoMA

Ross Brownlee, president and chief operating officer of Sàfilo North America and Roberto Vedovotto, CEO, Sàfilo Group

Guests celebrate 75 years of Polaroid Eyewear

British singer Neon Hitch in Polaroid Plus 0107

Fashion designer Whitney Port

Celebrity stylist Robert Verdi wears Polaroid Plus 0102

Gray’s Anatomy

Polaroid Plus PLP 0107


A striking spectacle indeed at The Museum of Modern Art (MoMA) in New York City as Sàfilo celebrated Polaroid Eyewear’s 75th anniversary, revealing the new Polaroid Plus sunwear collection. One thousand attendees from around the world toasted Polaroid Eyewear’s past, present and future legacy and innovation in the museum’s lavish glass-enclosed atrium. Guests were invited to interact with inventive displays of Polaroid Eyewear technology and gaze at a larger-than-life pictorial retrospective of Polaroid Eyewear through the years. Partygoers sipped custom cocktails and enjoyed a spectacular view of the starry night hanging above MoMA’s legendary outdoor sculpture garden. The cultural institution not only hosted the pioneering brand’s birthday bash, but it also holds a famed frame from its history. MoMA’s collection of Architecture and Design includes an original pair of 1946 Polaroid sunglasses, a unique piece donated by Edgar Kaufmann Jr., heir to Frank Lloyd Wright’s Fallingwater home.

New York City’s DJ trio The Misshapes electrified the air as guests including Whitney Port, Carson Kressley, Aisha Tyler, Robert Verdi, J. Alexander, Alex Karpovsky, Neon Hitch, Stella Maeve and DJ Kiss chatted amidst the artfully displayed Polaroid Plus sunglass collection.

The collection will be available spring 2013 at Solstice Sunglasses and select department stores and optical retailers. Each piece is polarized and combines form and function with Polaroid UltraSight Plus lenses for a full spectrum of protection and frame shapes infused with a distinctly contemporary perspective.

Congratulations to Polaroid Eyewear… Here’s to another 75 years of iconic design as both the art and eyewear world watch with all eyes on Polaroid.    

—Breanna Benz

 

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